KHNI
A clearer voice in a
crowded scientific landscape
Making rigorous scientific thinking visible in an age of instant answers.
Health and nutrition science moves fast, while evidence is increasingly compressed into instant answers, automated summaries and AI-generated certainty. KHNI had established itself as a trusted source of science and insight. The next challenge was making that authority more visible, distinctive and relevant in an increasingly crowded landscape.
RichardsDee partnered with KHNI on a strategic brand refresh, sharpening its positioning, messaging and visual identity to establish KHNI as the expert, science-led voice in health and nutrition
The Challenge
Standing for scientific rigour without becoming another voice in the noise.
KHNI sits at the intersection of science, industry and public conversation, serving audiences from R&D and regulatory specialists to media and academics. Across them all, the need is the same: robust evidence and practical insight they can trust. KHNI’s value goes beyond finding and sharing information. It lies in interpreting the totality of evidence, applying scientific judgement and clarifying where the weight of science sits. Independence is central to that credibility, particularly within the context of Kerry. At the same time, its existing proposition, Science for Healthier Food, no longer fully captured the breadth of its contribution to health and nutrition.
Solution
A brand built on the thinking behind the science. We repositioned KHNI around science as a practice: a process of discovery, analysis, experimentation, observation and debate.
The brand moves from being a trusted source of evidence to a visible community of experts applying rigorous scientific judgement. The new positioning, “For Science. For Healthier Food & Healthier Lives,” builds on KHNI’s existing strengths while giving its role greater ambition and relevance.
Visualising the process of discovery.
In a response to oversimplification, we surface the rigour and reasoning, the weighing of evidence and the discipline that give science its credibility. The Lens device was created as a vehicle for the constant re-framing, revising and updating. Analysis, experimentation, and observation. Evaluating the science in microscopic detail so we can see the bigger picture.
In an age of AI-generated answers, identifiable experts, credentials and visible reasoning become powerful signals of trust. This made bringing the human side of science integral, elevating the experts to the forefront.
Clearer messaging and a refreshed visual identity give KHNI a confident, insightful and human voice, one that can interpret complexity without simplifying it, and carry its authority across long-form content, video, audio and social.
Impact
The refreshed strategy and identity were brought to life across key touchpoints, including the website, newsletter, digital adverts, webinars and podcasts. Together, they create a clearer platform for KHNI to communicate what makes its expertise distinctive: not simply providing information, but applying judgement, context and scientific rigour.
A clearer voice for a world that needs more than answers.
